BEAUTY /
MEN
January 14, 2016
Hair and Makeup Artist Atsushi Momiyama Launches a Haircare Brand for Gentlemen | CHET
CHET
Creative Director: Tomoki Yuzuka
A Haircare Brand for Gentlemen by Hairstylist Atsushi Momiyama
Introducing "CHET," a haircare brand for the modern man, created by Atsushi Momiyama, a barber and hairstylist who also owns "BARBER BOYS" in Daikanyama, Tokyo. With stylist Tomoki Yuzuka as Creative Director, CHET pursues truly desirable items for the discerning man.
Text by Yuzu Kuromiya
The Epitome of Dandy: A Fusion of British and Italian Gentlemen
Savile Row in London, a street dedicated to men, is home to not only bespoke tailoring houses but also numerous barbershops. For gentlemen acquiring new attire, the next step is a haircut and grooming.
In Milanese restaurants, lemon is served with most dishes. Even rich meat courses are brightened with a squeeze of lemon.
©Kazumi Kurigami
This lemon, it is said, is a thoughtful gesture for women, allowing couples to continue enjoying a pleasant time together even after a meal.
The British gentleman who enjoys his own style, and the Italian gentleman who cherishes the woman beside him. CHET was born from the concept of creating the ultimate "Japanese gentleman" embodying the philosophies of these two archetypes.
©Kazumi Kurigami
©Kazumi Kurigami
The lineup includes an Earl Grey-scented shampoo, inspired by the British gentleman enjoying tea in a suit, and a conditioner, dip, grease, and wax formulated with subtly astringent Sicilian lemon essential oil.
Cleverly, combining the two scents creates the aroma of lemon tea.
All products are made in Japan. The shampoo and conditioner are free from three additives (silicone-free, paraben-free, mineral oil-free). Each product is named after a man, such as "John" or "Steve," reflecting meticulous attention to detail.
New items are planned for future release, so keep an eye out.
Why not aspire to be a supremely cool gentleman who emanates the scent of lemon tea after bathing?
JOHN Shampoo
Price: ¥1,800 (120g), ¥3,700 (500g)
STEVE Conditioner
Price: ¥1,800 (120g), ¥3,700 (500g)
KEITH Dip Gel
Price: ¥1,800 (120g), ¥3,700 (500g)
JACK Grease
Price: ¥2,200 (120g)
ALEX Wax
Price: ¥1,900 (120g)
Inquiries
DEARGUEST
Tel. 03-6303-4994
chet55.com